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DS is a kids’ platform

November 6, 2006

…says the Sony rep.

Engadget: You know, when you look at the numbers on the handheld market, specifically with PSP versus Nintendo DS, the numbers coming out of the analysts are showing that that Sony’s handheld is getting trounced in the marketplace. What’s the plan there to kind of regain some of that market share, and lure consumers away from the DS?

: Well, again, we’re not focused on competing with the DS head to head against the consumer they’re going after. If we were, you’d see a very different top-down strategy. You’d see a very different technology that would deliver to games geared towards kids. Which is for the most part what they’re doing. And so when people talk about how we’re doing vis-a-vis the Nintendo DS, again, it’s not the whole story. We’re selling a device to guys our age, who are using it to play games, to play movies, to access video on the net, music, etc. And it’s a very different product than Nintendo DS.

So, we kinda think about it not so much as, again, for the DS. When we originally launched the PlayStation, there was a lot of heavy lifting that had to go into establishing that marketplace, so it was coming from zero, and needed to establish that credibility. The PlayStation Portable is really targeting guys 18 to 34, and therefore, these are guys that, by and large, have stopped portable-gaming. You play with the Nintendo portable when you’re a younger kid, but after a while, most guys — and we know guys in the industry, and really hardcore gamers, may play some with the Nintendo IP — but by and large, we don’t see a lot of older guys in airports playing, as you do with younger kids.

You can look at the software that they sell. All their licensed kid stuff. So, what we’re doing with the PlayStation Portable is really establishing a new marketplace, and establishing, frankly, a new beachhead. And that takes time. Having said that, it’s the fastest selling platform we’ve launched to date. We’re up to 20 million units worldwide, and that’s off to a great start. So, we just need to sort of set people’s expectations based on what we’re trying to do, not compete against a kid machine.

Speak on that.

15 Comments leave one →
  1. November 6, 2006 8:13 pm

    All this we’re selling ot the hardcore people stuff is getting really old really fast. They can’t keep using that excuse to explain everything.

    >>to play movies, to access video on the net, music, etc.

    oh uh, is that why UMDs were being pulled off the shelves, because peoplea re so excited to watch movies on their PSPs? Granted, aside from the DS’ Opera Browser, I do wish that Nintendo would create ways for people to use the DS as a multimedia device without having to rely on passcards.

    >>You can look at the software that they sell. All their licensed kid stuff.

    Bull. I’m getting a DS this Christmas, and I’m not a kid. The DS is targetting a wider audience, including kids (licenced kiddie stuff), casual gamers (meteos, nintendogs), geriatric gamers (brain age), and yes, even some hardcore (metroid prime:hunters, age of empires). I wouldn’t be buying the DS if I felt that the games were all made for kids.

    >>So, what we’re doing with the PlayStation Portable is really establishing a new marketplace, and establishing, frankly, a new beachhead

    Sony tried to capture the exact same market it already had by pushing out a device that had PS1.75 graphics on a portable system. That’s it. They made the same kind of games and expected the same people to buy the PSPs. It worked, to a certain extent, but I was one of those people who always figured “well I can just play that at home on my PS2 anyway.”

    I wonder who Sony’s trying to kid with these kinds of statements. I’d like to think that any gamer that’s old enough to be part of their target market is also smart enough to realize the difference between marketing spin and reality.

  2. November 6, 2006 9:55 pm

    Apparently, Sony’s trying to reach “guys 18 to 34.” The kind of guys that, “by and large, have stopped portable-gaming.”

    I find that really interesting when Nintendo has been marketing their handheld to the people who haven’t played a game at all…and they’re still winning the handheld market.

  3. Stranger. permalink
    November 6, 2006 11:31 pm

    yeah word. im just surfing…. and being a nintendo ds and a psp owner i can authentically say, without hesitation, although a barely play either system, the ds has more appeal becuase of the fact that no matter who its “geared” to, the reality is, no matter what sony says, nintendo has both the younger, older and a large portion of the teen demographic under its control.

    brain age was not made for 10 year olds.

  4. November 7, 2006 12:24 am

    He’s right, though. They do target those 18-34 y/o’s, and do get them to buy PSPs. Most of the people — scratch that, all of the people i’ve ever seen with PSPs – keep in mind i live in trendy town NYC – have been their target consumers. That’s exactly why they’re not as successful as Nintendo is with DS. Nintendo doesn’t always try to wrangle kids; that image was definitely started by them, but it was gamers who perpetuated it.

    Sony on the other hand goes out of their way to get every MTV viewer under their control, and they do. Sony’s problem – even though i don’t think that they’re competing with Nintendo’s DS the way people make it out to seem – is that they’re too specific in their marketing. So everything this PR guy said is true, except he tried to keep the myth going that Nintendo is for kids, which was only mud-slinging.

  5. November 7, 2006 3:03 am

    By “hardcore gamers” Sony must be talking about porn… and that’s certainly something you can get on the PSP that you can’t get on the DS!

  6. duffbeer permalink
    November 7, 2006 4:04 pm

    Dude, you can totally do pr0n on the DS. Trust me.

  7. duffbeer permalink
    November 7, 2006 4:08 pm

    It’s total BS for them to say they aren’t competing with the DS. Who the hell are they competing with then? The iPod? It’s a portable gaming system. The DS is a portable gaming system. When you go to buy a portable gaming system, you typically choose between the DS and the PSP. So, I’m just not seeing how the two aren’t competing against each other. Correct me if I’m wrong.

  8. November 7, 2006 4:10 pm

    You are wrong: what they mean is that they are competing with the PS2, not the DS…


  9. kakaman permalink
    November 7, 2006 6:53 pm

    Well, I guess he’s right. I’m 35 and I bought a DS, not a PSP.

  10. November 9, 2006 8:25 am

    I’m a ds player through and through, take it with me everywhere

  11. Benj permalink
    November 23, 2006 3:02 pm

    I am 15. What you guys are talking about. I’ve just got my hands on a DS with my first thoughts (when it was released) that it would ruin my style ect, but im pleasently surprised. I find it really fun. And that’s what it’s all about. I still personally love my PSP more as I can store my music on there, my friends pics etc and I do love the games, but I don’t think that the DS is targeted at kids what-so-ever.

  12. November 23, 2006 3:20 pm

    Bro, you are a kid. Nintendo’s audiece ranges from toddlers to 17 year olds, which is where their image status as youth oriented comes from.

    We all like our DSs here, but that’s because we’re knowledgable about games and are Nintendo fans. You ask some guy in the street in his mid-20s with a hipster look which he’d prefer just by looking at them, he’d likely pick PSP.

    I seriously think there should be an age requirement for the inernet. You should be 17 or over.

  13. November 24, 2006 12:39 am

    Take it Rollin, he’s just a kid. 😀

  14. November 24, 2006 12:43 am

    Take it easy, I meant.

  15. Elifrit permalink
    August 4, 2007 3:12 am

    nintendo is not only for kids (there are obviously kid’s games, but know what? those are still fun to play) .so called hard core gamers are worried about their style and shit so I guess they wont let anybody watch them playing nintendogs to set an example. they’ll say ” I’m a grown up man I want sex and violence” (that’s what really makes a man). If you ask me is just an Image issue. I believe the first poster clearly stated that nintendo had a vast selection of games for every taste and it was not centered on a narrow demographical group.

    though, I can’t believe nintendogs saved the ds… I mean, just a killer game? does it mean the other games are utter shit? I want a handeld console and the last months (literaly) I’ve been surfig the web, watching reviews, specs… I was all for the ds (tired of th same ol gamin’), but c’mon, was it just nintendogs? what would have been of the ds without nintendogs!!

    I better get not involed into this

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